Niche music platforms and fashion brands are partnering for online and offline revitalization. Earlier this month, music platform Colors, known for discovering emerging artists, announced a collaboration with its latest fashion partnership, Adidas Originals. The brand partnered with Colors to celebrate the launch of its latest adidas Club Originals campaign with a video series featuring European artists. As part of the series, Adidas Originals hosted and costumed Palestinian, French, Algerian and Serbian artists and up-and-coming artists such as St. Berwyn is a London-based rapper, producer and songwriter. Geneva-based artist Varnish La Piscine. The series concludes with German artist Amiri.
“Colors has a rich history of showcasing outstanding and emerging talent from around the world through their musical talents,” said Chris Mitchell, Vice President, adidas Europe. He added that this is in line with the foundation of Adidas’ Club Originals campaign, which focuses on celebrating creativity in all its forms: music, art, style and movement. “The two brands are united by a commitment to providing a platform for self-expression and creativity, and promoting community and culture. It was to inspire others to think about the future of those fields.”
In April, Ralph Lauren partnered with the Web3 community and PoolSuites, an internet radio station formerly known as Poolside FM, to leverage the NFT community and align the brand with the Miami lifestyle. And in April, Christopher Kane’s More Joy partnered with Think the Pink LGBTQ+ collective and club night founder Glyn Fassel with underground club night advertising platform Bugged Out.
“Our vision for More Joy has always been to go beyond selling a product,” said Tammy Kane, co-founder and co-creative director of Christopher Kane. “The partnership aspect is important. We know fashion, but we don’t know the music industry.” 1st More Love Disco Club at KOKO, Camden, North West London. About 1,500 tickets were sold for the night.
These collaborations have given us cultural prestige and access to a devoted community of loyal fans. Her Colors, which launched in 2017, has nearly 7 million followers on YouTube and more than 1.3 million followers on Instagram, and its videos are rapidly going viral on his TikTok, Instagram, Twitter and other platforms. known to spread. NTS has nearly 500,000 followers on Instagram, over 3.3 unique monthly listeners of him, and over 260,000 annual attendees to NTS events.
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